E-commerce & Retail Accessibility

E-commerce businesses are the most frequently sued sector for web accessibility violations. Accessible online shopping is both a legal requirement and a significant business opportunity.

Highest Risk Sector

E-commerce and retail represent over 30% of all web accessibility lawsuits. In 2023, over 4,000 federal lawsuits targeted retail websites. Major retailers have faced multimillion-dollar settlements.

E-commerce Accessibility Statistics

4,000+

retail accessibility lawsuits in 2023

$13B

annual e-commerce spending by people with disabilities

71%

of customers with disabilities leave inaccessible sites

96.3%

of top retail sites have accessibility errors

Legal Framework

ADA Title III

E-commerce websites are considered places of public accommodation. Courts have consistently ruled:

  • Retailers with physical stores: Websites must be accessible as an extension of the physical store
  • Online-only retailers: Many courts extend ADA coverage to pure-play e-commerce
  • Marketplaces: Both platform operators and sellers may have obligations

Practical Standard: WCAG 2.1 Level AA is the de facto standard used in settlements and court orders.

Private Lawsuits
  • No damages in most circuits
  • Attorney's fees often $15K-$50K
  • Injunctive relief (must fix site)
  • Serial plaintiff activity common
DOJ Enforcement
  • Civil penalties up to $75K first violation
  • Up to $150K subsequent violations
  • Compliance agreements
  • Monitoring requirements

Critical E-commerce Touchpoints

Requirements:
  • Product images: Descriptive alt text for all images (not "product image" or "IMG_001")
  • Product videos: Captions and audio descriptions
  • Size/color selection: Keyboard accessible, not color-only
  • Price/availability: Programmatically determinable
  • Reviews: Accessible star ratings and review text
  • Zoom functionality: Keyboard accessible magnification
Common Issue: Image carousels and galleries often lack keyboard navigation and proper alt text.

Requirements:
  • Search field with visible label
  • Autocomplete accessible to screen readers
  • Filter checkboxes with proper labels
  • Price range sliders with alternatives
  • Sort dropdowns keyboard accessible
  • Results count announced to AT
Common Violations:
  • Filters that refresh page without warning
  • Slider controls not keyboard operable
  • Search results not announced
  • "Clear all" buttons without accessible names

Shopping Cart:
  • Cart updates announced to screen readers
  • Quantity fields with proper labels
  • Remove buttons clearly identified
  • Subtotal/total programmatically associated
Checkout Process:
  • All form fields with visible labels
  • Required fields clearly marked
  • Error messages associated with fields
  • Address autocomplete accessible
  • Step indicators accessible
  • Order summary readable
Critical: If checkout is inaccessible, the entire purchase flow fails for users with disabilities.

Payment Form Requirements:
  • Card number, expiration, CVV fields labeled
  • Payment method selection accessible
  • Digital wallet buttons keyboard accessible
  • 3D Secure/verification accessible
  • Error handling for declined cards
Third-Party Payment Processors:

If using Stripe, PayPal, or other processors, ensure their embedded forms meet accessibility requirements. You may be liable for third-party accessibility failures.

Top E-commerce Accessibility Issues

Issue Prevalence WCAG Criterion Fix
Missing alt text on product images Very High 1.1.1 Add descriptive alt text to all product images
Form fields without labels High 1.3.1, 3.3.2 Add visible labels or aria-label
Insufficient color contrast High 1.4.3 Ensure 4.5:1 ratio for text
Keyboard traps in modals Medium 2.1.2 Proper focus management
Dynamic content not announced High 4.1.3 Use ARIA live regions
CAPTCHA without alternatives Medium 1.1.1 Add audio CAPTCHA or alternatives

Notable E-commerce Settlements

Company Year Settlement Key Terms
Target Corporation 2008 $6 million Landmark case establishing e-commerce liability
Winn-Dixie Stores 2017 Injunctive relief First trial verdict for website accessibility
Major Fashion Retailer 2023 $1.5 million WCAG 2.1 AA compliance, monitoring
Home Goods Chain 2023 $750,000 Mobile app remediation required
Grocery Delivery Service 2024 $500,000 App and website accessibility

Privacy Compliance for E-commerce

E-commerce sites collect significant personal data requiring privacy compliance:

Data Collected:
  • Purchase history and preferences
  • Payment information
  • Shipping addresses
  • Browsing behavior and cookies
  • Account credentials
Requirements:
  • CCPA/CPRA: "Do Not Sell" link
  • Honor GPC opt-out signals
  • Privacy policy disclosure
  • Data subject request handling
  • Breach notification procedures
Learn About Privacy Requirements

E-commerce Accessibility Checklist

Product Pages
Checkout
Litigation Risk

HIGHEST

E-commerce is the #1 target for ADA website lawsuits

Business Case

$13 Billion

Annual online spending by people with disabilities

Related Resources